Market structure

In recent years, the domestic market of healthcare products has undergone rapid growth. However, when compared to the US market, the Chinese market still has a long way to go in terms of penetration rate, especially for people aged between 35 and 44. The penetration rate among people aged between 35 and 44 in the Chinese market is 11%, whereas it reaches 51% in the US market. The healthcare products market shows great promise. Ingredients worth attention in the healthcare product market include Vitamin E, probiotics, and collagen, which enjoy a high market share and rapid growth. Functional products that can comprehensively improve resistance/immunity are most applauded. Individuals hope to improve their intestines and sleep through healthcare products and the elderly care more about products related to bone & joints and the three highs (high blood pressure, high cholesterol and high blood sugars).      

Development trends

Trend 1:

To be snacks

The boundary between healthcare products and healthy snacks has become blurred. More consumers wish that the products can satisfy their taste and be healthy at the same time. Requirement for changes in product form leads traditional tonics to more use scenarios such as “drama snacks,” “office snacks” and so on. People also hope that healthcare product could be more yummy and have more visual interest rather than looking like a “medicine jar.”  

Trend 2:

To be more convenient

To better cater to the busy life of the young and middle aged consumers, more portable products are required. Consumers prefer to eat or drink it immediately after opening,  and carry them in small packages so as to use in whatever occasion. Creation in forms explains why the sales volume of nutritional candies, gums, and beverages grows rapidly.

Trend 3:

To be packaged in gift box

Healthcare products are good choices to express love and thus have strong social attributes: More consumers tend to present healthcare products to girl/boy friends, relatives, family members, and the elders during holidays. Packaging healthcare products in gift boxes is a trend, which requires brands to creatively design gift boxes with unique brand characteristics and grasp festivals and holidays to distribute their goods.      

Trend 4:

To allocate healthcare goods periodically

Periodically allocate comprehensively nutritional goods to consumers: To enjoy healthcare goods on schedule and at a proper quantity helps consumers cultivate a restrictive but reasonable habits and can better integrate into consumers’ life. For example, for freshly stewed goods, such as bird’s nest, to use them regularly ensures freshness. For vitamins, regular design help consumers to use them regularly.

Trend 5:

To be more targeted

More targeted nutrition supplement plans are required for consumers of different ages, with different identities and physiques: Brands shall fully grasp physique features and health issues of different groups to provide targeted solutions.